Danielle Ward grew up in Florida and discovered her passion for music at a young age through singing in her church choir. She received her Associates degree in Performing Arts and a diploma in Recording Engineering. Ward is currently pursuing her Music Business degree to become an A&R Executive. Her goal is to sign unique artists and help them develop their individual creative visions through her label.

1. PERSONAL BRAND EXPLORATION
Danielle Ward
Project & Portfolio I: Week 3
June 23, 2019

2. Danielle Ward was raised in a small country town called
Bowling Green, Florida. She’s the youngest on her
mother’s and father’s side all sisters no brothers. She is
part of Jamaican descent from her father’s side of the
family. She started singing in the church choir at age 7 or
8 years of age and discovered at the time she wanted to be
involved in music. She participated in church plays and
school plays and started modeling to help start her music
career. After graduating high school, she attended
Bethune Cookman University for Performing Arts and
received her Associates degree. Years later she attended
SAE Institute of Miami and received her diploma for
Recording Engineer, and she is now attending Full Sail
University for her Music Business degree in hopes of
becoming an A&R Executive.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Agent
• Artist Manager
• Artist Representative
Creator Archetype -help strive artist to
discover their unique vision of their
creativity by helping them to embrace
their clever innovation, and
individuality. The ultimate goal is to,
create the perfect sound with music to
touch their fans.
Music Business for Professional Entertainment Organizations

4. • DEMOGRAPHICS: 80% Male,
30-45 years old,Black and White,
Single, College Educated, Located
in Greater Los Angeles.
• PSYCHOGRAPHICS: Enjoys the
night life in clubs, networking with
different artist. Interning at a
studio, radio station, and street
team promotion. Attending Music
Awards shows, and touring with
artists.
• Ideal Audience Members: Mary
Kui, HR Manager (SME), Tyler
Morgan, Asso. Director (SME),
Twyla Perrin, VP HR Employee
Relations (SME)
Hiring Managers at SME, SMI, ADP, and PR Manager
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level with Admin. Assist. A&R position at
SME.
‣ Connect with, and send a follow up promotional
email to, 20 SME team members on LinkedIn by
November 30, 2020 and network to other events and
conferences.
Mid Term: (2026)
• Becoming an successful A&R Executive bringing in new
talent to the company.
‣ Continuously scouting new talent nationwide by
attending local shows, clubs, and industry showcases
accumulating at least 5-10 individuals/bands 6-12
months.
Long Term: (2041)
• Establishing my own record label for inspiring artist.
‣ Save money approximately 100,000 or possibly
more; buying state-of-the art music equipment, it
would be a diverse genre of music, and establish my
brand look.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Professional Writing 80%
Engineering 70%
Strong Work Ethic 75%
Time Management 70%
SOFTHARD
Microsoft Office Suite 90%
Administrative 80%
Communication Skills 60%
Positive Attitude 70%
SOFTHARD

7. To show dedication to my clients by being
supportive, maintaining a positive relationship
with the labels, producers and writers. Making
sure my clients are booked for showcases, studio
time, and coordinating songwriting.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years of Public Relations
• 5 years of Administrative Assistance
• 4 years of Engineering and Producing
Skills:
• Protools
• SSL
• Berhringer
Education:
• Bethune Cookman University,
Associates Degree
• SAE Institute of Miami, Diploma
• Full Sail University, Music Business,
B.S. (2021)

9. COMPETITION
Riley Hamm
Industry Experience:
• 2 years Social Media Marketing Director
Education:
• Full Sail University Graduate of 2017 for Music Business,
B.S.
Leadership Experience:
• Valedictorian in High School in 2014, 4.0 GPA
Skills and Proficiencies:
• Customer Service - 8 endorsements
• Microsoft Office- 6 endorsements
• Microsoft Excel - 4 endorsements
Danielle Ward
Overall Online Presence:
• Less than 500 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, inactive on social media, customized URL
• Grade: Poor, 15 out of 100
Industry Experience:
• 4 years of Engineering & Producing
• 5 years of Administrative Assistance of
Audio Visual Company
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
• SAE Institue of Miami graduate 2014 for Recording Engineer
Leadership Experience:
• None
Skills and Proficiencies:
• Not listed
Overall Online Presence:
• 27 connections, banner image not customized, professional
headshot, no details, no articles published, inactive, URL not
customized
• Grade: Very Poor, 5 out of 100

10. COMPETITION
Bianca “Bibi” Chevallier
Industry Experience:
• Volunteer: The Recording Academy
• 1 year Artist Management
• Volunteer: LA Soul Music Festival
Education:
• Full Sail Graduate of 2017 : Music Business, B.S.
• Valencia Community College of 2013: Associate Degree,
Vocal Performance
Skills and Proficiencies:
• Public Speaking - 40 endorsements
• Microsoft Office - 36 endorsements
• Customer Service - 34 endorsements
Danielle Ward
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, notable volunteer work,
URL customized,
• Grade: Good, 70 out of 100
Industry Experience:
• 4 years of Engineering & Producing
• 5 years of Administrative Assistance of
Audio Visual Company
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
• SAE Institue of Miami graduate 2014 for Recording
Engineer
Leadership Experience:
• None
Skills and Proficiencies:
• Not listed
Overall Online Presence:
• 27 connections, banner image not customized, professional
headshot, no details, no articles published, inactive, URL not
customized
• Grade: Very Poor, 5 out of 100

11. BRAND POSITION
Capturing people’s heart into perceiving my sound
with bringing unique melodies to the music scene,
of one’s individuality.
DANIELLE “MELLA-D BEATZ” WARD
Danielle received the name Mella-D
because of her expertise in being an
Engineer and Producer. Every beat she
made was always soft melodic feel.
Bringing artist’s to be able to freely
express their unique creativity.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Revolt Music Conference
‣ October 4th-7th 2019 | Miami, FL
• Taxi Road Rally Music Conference
‣ November 7th-9th | Los Angeles, CA
• BET Awards
‣ June 23, 2020 | Los Angeles, CA
Music Business
• Primary Content: Creating a Youtube channel called “We can
Tune it To” on discussing what it’s like being in a male dominant
industry and reaching out to all my woman on how we conduct
ourselves and that we can do music to every week on Wednesday.
Also I’ll incorporate me making music, going to different studios
interviewing engineers to help motivate people that want to pursue
music.
• Primary Tools: FB, Instagram, and Youtube - promote podcast
through 60 sec. promo videos; LinkedIn - network with people
within the music industry
• Website: Use Full Sail digital portfolio to help promote my channel
and blogging.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking someone that has been within the Music Business/
Industry that understand working in the industry with
artist at least 10 years of experience, December 2020
Formal Education
• Complete degree program in Music Business, B.S. by
graduation 2021
Technical Skills
• Complete Accountant course, Full Sail University January
2021
• Complete WordPress 5 Essential Training - Lynda.com,
January 2021
Soft Skills
• Attending All About Speech & Language -December. 2020

14. Danielle Ward
Do you know what has been missing in the last 7
years in the music game? Here is what I want to do,
bring back, originality, with a twist of unique sound where
an artist dares to be different with their individuality, and inspires others at the same
time to not being afraid to show fresh and vibrant approach. As an industry
professional for the past five years, I’ve seen music not at its finest, but I can find
artists that are creative, and are ready to show the world their talent. I want to do
that for the artist, and for the record label.

15. REFERENCES
Hamm, R. (2019). Riley Hamm LinkedIn Profile. Retrieved June 23,
2019, from https://www.linkedin.com/in/rileyhamm27/
Chevallier, B. (2019). Bianca”Bibi” Chevallier LinkedIn Profile.
Retrieved June 23, 2019, from https://www.linkedin.com/in/
biancachevallier/
ONETOnLine.org. (2019). Summary Report for: 13-1011.00
Agents and Business Managers of Artists, Performers, and Athletes.
Retrieved June 23, 2019, retrieved from https://www.onetonline.org/
find/quick?s=Music+Business
Sony Music Entertainment. (2019). Retrieved June 23, 2019, from
https://www.sonymusic.com/careers/
Sony Music Career Site. (2019). Analyst A&R - Job Description.
Retrieved June 23, 2019, from https://jobs-sonymusic.icims.com/
jobs/7879/analyst%2c-a%26r/job
Sony Music Career Site. (2019). Manager A&R Administration and
Label Relations - Job Description. Retrieved June 23, 2019, from
https://jobs-sonymusic.icims.com/jobs/7442/manager%2c-a%26r-
administration-and-label-relations/job